The shop sells a unit promised to a boutique
Most fashion brands run wholesale (B2B) and their own shop (DTC) on separate stock lists or in separate tools. Without one free-stock figure, the shop and boutiques promise the same unit at once; part of the warehouse is assigned to one channel and stands unused, and moves between channels happen only after a conflict.
- no single truth about free stock
- overselling between the shop and boutiques
- goods assigned to one channel
- allocation only after a conflict
Wholesale and DTC draw from the same limited shelf
Channel conflict — wholesale and direct-to-consumer compete for the same goods or the same price. Example: 20 units of MERU pants Navy are in the warehouse; a boutique is promised 12, and the shop still shows 20.
DTC (direct-to-consumer) — the brand sells straight to the end customer, usually through its own online shop.
Fashion SMBs often combine wholesale pre-order with ongoing shop sales from one warehouse. When B2B and B2C keep separate sheets or separate pools, the shop does not see boutique reservations, and released stock returns to circulation late. Price and offer visibility can also diverge between channels — a separate thread from stock, but the same brand conflict.
One free-stock figure for both channels
We solve mismatched stock figures with one product warehouse and one free-stock number shared by wholesale and the B2C shop.
- each unit has a place and a purpose: free on the brand shelf, reserved for an order, with us in process, or at makers
- confirming an order (wholesale or shop) reserves lots; free stock after reservations is pushed to the channels automatically
- released stock returns to the order queue by client priority, order completion, and confirmation order; reassigning a reservation between orders is a deliberate brand decision
The collection offer turns on separately in the wholesale channel and the shop channel ("On sale", stock or preorder mode), so offer visibility does not need a separate warehouse.
Steps
- 1Inventory shows four figures per product: "In stock" (free on the brand shelf), "Reserved", "In house", "At makers".
- 2On the collection, the offer turns on in the wholesale channel and the shop channel: "On sale" and stock or preorder mode.
- 3The B2C shop is connected; free stock goes to the shop after a warehouse movement.
- 4Confirming a wholesale order or a shop order reserves lots; both lists appear in Orders.
- 5When coverage is short, Coverage on the order card shows who holds the goods; reassigning a reservation moves units between orders.
- 6Analytics compares B2B and B2C revenue over time — the same warehouse, two channels in one report.
Example: collection 0112_ARD, MERU pants Navy, size M.
| State | Units |
|---|---|
| In stock (free) | 8 |
| Reserved — boutique Atelier Nord | 12 |
| Reserved — shop order SH-2104 | 2 |
| Total on the shelf | 22 |
On your side
- Connect the B2C shop and keep "On sale" offers on the channels that should sell.
- You decide when to reassign a reservation between orders and client priority; Go4 only allocates free stock.
- Keep physical counts in Inventory aligned with the shelf — wholesale and the shop read the same free figure.